Template-Type: ReDIF-Paper 1.0 Author-Name: Pachsiry Chompukum Author-Name-First: Pachsiry Author-Name-Last: Chompukum Author-Email: pachsiry@cbs.chula.ac.th Author-Workplace-Name: Faculty of Commerce and Accountancy, Chulalongkorn University Author-Name: Tita Vanichbuncha Author-Name-First: Tita Author-Name-Last: Vanichbuncha Author-Email: pachsiry@cbs.chula.ac.th Author-Workplace-Name: Faculty of Commerce and Accountancy, Chulalongkorn University Author-Name: Wit Wannakrairoj Author-Name-First: Wit Author-Name-Last: Wannakrairoj Author-Email: pachsiry@cbs.chula.ac.th Author-Workplace-Name: Faculty of Commerce and Accountancy, Chulalongkorn University Title: How Servant Leadership Shapes Attitudes toward AI: The Mediating Role of Psychological Safety Abstract: Amid the rapid digital transformation of the banking industry, the human dimension stands as a decisive factor in the successful integration of Artificial Intelligence (AI). This study examines how servant leadership serves as a catalyst for shaping positive employee attitudes toward AI, specifically focusing on the mediating role of psychological safety. Data were collected from 467 employees across 10 major commercial banks in Thailand. The results provide empirical support for all three hypothesized relationships. Specifically, servant leadership was found to positively affect psychological safety (H1), which in turn significantly enhanced employees' positive attitudes toward AI (H2). Mediation analysis confirmed that psychological safety significantly mediates the link between servant leadership and attitudes toward AI (H3). These results underscore the vital role of "people-centric" leadership in fostering employee openness toward AI. Practically, the study suggests that bank executives should prioritize servant leadership training to create a secure environment, ensuring a smoother transition during AI integration. Length: 15 pages Creation-Date: 0000-00 Publication-Status: Published in Proceedings of the Proceedings of the 69th International Academic Conference, Berlin, Nov -0001, pages 1-15 File-URL: https://iises.net/proceedings/iises-international-academic-conference-berlin/table-of-content/detail?cid=157&iid=001&rid=17078 File-Function: First version, 0000 Number: 15717078 Classification-JEL: Keywords: Attitude toward AI; Banking Sector; Psychological Safety; Servant Leadership Handle: RePEc:sek:iacpro:15717078 Template-Type: ReDIF-Paper 1.0 Author-Name: Mariam Jibuti Author-Name-First: Mariam Author-Name-Last: Jibuti Author-Email: mariami.jibuti@gmail.com Author-Workplace-Name: Ivane Javakhishvili Tbilisi State University Title: People, Planet, Profit: A Model-Based Approach to Sustainable Regional Development in Georgia ? Evidence from Borjomi Municipality Abstract: This study explores the integration of sustainable economic development components and land use models into the regional development strategy of Georgia, with a particular focus on Borjomi Municipality as a case study. The main objective is to assess the extent to which current spatial development aligns with climate-friendly principles and to evaluate the potential effects of alternative territorial development policies.The research is based on an analysis of international experience in sustainable development and regional planning. It identifies key components and indicators of sustainable economic development and develops land use models for alternative regional development scenarios. The study applies the ?People, Planet, Profit? framework, emphasizing a balanced interaction between natural, human, and economic capital.Using Borjomi Municipality as an empirical example, the research employs scientifically grounded models to assess how existing spatial development patterns correspond to sustainability criteria. It also evaluates the potential outcomes of different policy alternatives in terms of environmental impact, economic performance, and social well-being.The findings demonstrate the degree to which sustainability principles are currently embedded in regional development and propose practical mechanisms for their improved integration. The study identifies optimal development scenarios that support climate-friendly growth, enhance regional resilience, and ensure a balanced use of territorial resources.This research was supported by Shota Rustaveli National Science Foundation of Georgia (SRNSFG) [grant number: YS-24-308] Length: 1 page Creation-Date: 0000-00 Publication-Status: Published in Proceedings of the Proceedings of the 69th International Academic Conference, Berlin, Nov -0001, pages 16-16 File-URL: https://iises.net/proceedings/iises-international-academic-conference-berlin/table-of-content/detail?cid=157&iid=002&rid=17114 File-Function: First version, 0000 Number: 15717114 Classification-JEL: R11, Q01, Q15 Keywords: Sustainable Regional Development, Land Use Modeling, Climate-Friendly Development, Regional Policy Integration, Borjomi Municipality (Georgia) Handle: RePEc:sek:iacpro:15717114 Template-Type: ReDIF-Paper 1.0 Author-Name: Jan Mertl Author-Name-First: Jan Author-Name-Last: Mertl Author-Email: jan.mertl@outlook.com Author-Workplace-Name: University of Finance and Administration Title: Financing Universal and Voluntary Health care in Czechia Abstract: The contribution will focus on relationships between universal and voluntary care and their financing in Czechia. Empirical examples from the public health insurance system will be utilized. The findings contribute to the broader debate on the coexistence of universalism and market elements in European healthcare systems. By examining the Czech case, the paper provides insight into how voluntary healthcare practices can enhance universal entitlements while preserving universal access to health care, and it highlights the need for transparent governance mechanisms to preserve equity while accommodating controlled forms of patient choice. Length: 1 page Creation-Date: 0000-00 Publication-Status: Published in Proceedings of the Proceedings of the 69th International Academic Conference, Berlin, Nov -0001, pages 17-17 File-URL: https://iises.net/proceedings/iises-international-academic-conference-berlin/table-of-content/detail?cid=157&iid=003&rid=17063 File-Function: First version, 0000 Number: 15717063 Classification-JEL: H00, I13, I14 Keywords: healthcare, financing, health insurance Handle: RePEc:sek:iacpro:15717063 Template-Type: ReDIF-Paper 1.0 Author-Name: Karlygash Moldabaeva Author-Name-First: Karlygash Author-Name-Last: Moldabaeva Author-Email: m_karly04@mail.ru Author-Workplace-Name: Abai Kazakh National Pedagogical University Author-Name: Kuralay Telgozhayeva Author-Name-First: Kuralay Author-Name-Last: Telgozhayeva Author-Email: k.telgozhaeva@aues.kz Author-Workplace-Name: Almaty University of Power Engineering and Telecommunications after G. Daukeyev Author-Name: Kulmanov Azamat Author-Name-First: Kulmanov Author-Name-Last: Azamat Author-Email: cool.azamat@gmail.com Author-Workplace-Name: International Education Corporation Title: DIFFICULTIES IN LEARNING THE KAZAKH LANGUAGE: SOCIO-PSYCHOLINGUISTIC AND MOTIVATIONAL FACTORS Abstract: The article aims to identify the social, psycholinguistic, motivational reasons for the difficulties that arise in the process of learning Kazakh as a second language. Since in the case of Kazakhstan there is a clear gap between the recognition of the state language?s status and the language?s active use in everyday communication, an empirical analysis of the factors influencing language learning is relevant. The article aims to identify social, psycholinguistic and motivational barriers that arise in the process of learning Kazakh as a second language, and the task is to substantiate effective methodological recommendations on artificial intelligence, aimed at improving the state language teaching based on the identified factors.The source of the study was the survey results conducted using Google Forms among 1st-year Russian-speaking students at a higher educational institution (N = 43). The collected data was processed using descriptive statistics and qualitative interpretation methods. The results showed that most participants did not master the Kazakh language fluently, proving that the Kazakh language is often perceived at a passive level and that active speaking skills are insufficiently developed. The main obstacles identified by the respondents were the lack of use of the Kazakh language at home, absence of a linguistic environment, the school education?s formal nature, and low intrinsic interest. Length: 11 pages Creation-Date: 0000-00 Publication-Status: Published in Proceedings of the Proceedings of the 69th International Academic Conference, Berlin, Nov -0001, pages 18-28 File-URL: https://iises.net/proceedings/iises-international-academic-conference-berlin/table-of-content/detail?cid=157&iid=004&rid=17030 File-Function: First version, 0000 Number: 15717030 Classification-JEL: I21 Keywords: Kazakh language teaching, Intrinsic motivation, Russian-speaking population, Digital language learning, AI in education, State language policy Handle: RePEc:sek:iacpro:15717030 Template-Type: ReDIF-Paper 1.0 Author-Name: Dr. PICHYADA PHEUNPHA Author-Name-First: Dr. PICHYADA Author-Name-Last: PHEUNPHA Author-Email: PICHYADA.PP@GMAIL.COM Author-Workplace-Name: Faculty of Management Science, Ubon Ratchathani University Title: Brand Experience and Digital Marketing Communication Affecting Customer Engagement: A Study of Shopee Customers in Thailand Abstract: This study investigates the levels and interrelationships of brand experience, digital marketing communication, and customer engagement on the Shopee application, while examining their predictive effects on customer engagement. Using a quantitative research design, data were collected from 403 Shopee users in Thailand via a structured questionnaire with high internal consistency (Cronbach?s alpha = 0.931). Data were analyzed using descriptive statistics, Pearson?s correlation, and multiple linear regression. The results reveal high levels of digital marketing communication, brand experience, and customer engagement. Both digital marketing communication (r = 0.84, p < .01) and brand experience (r = 0.77, p < .01) show strong positive correlations with customer engagement. The regression model explains a substantial proportion of variance in customer engagement (Adjusted Rē = 0.72). Notably, digital marketing communication emerges as the most influential predictor, particularly for sales promotion, advertising quality, information dissemination, and public relations, followed by the emotional dimension of brand experience. These findings contribute to the growing body of literature by empirically demonstrating the dominant role of digital marketing communication in shaping customer engagement within e-commerce platforms. The study highlights the importance of integrating high-quality digital communication strategies with emotionally resonant brand experiences to enhance user engagement and foster long-term customer retention. Practical implications suggest that e-commerce platforms should strategically invest in personalized, interactive, and value-driven communication to remain competitive in increasingly saturated digital markets. Length: 19 pages Creation-Date: 0000-00 Publication-Status: Published in Proceedings of the Proceedings of the 69th International Academic Conference, Berlin, Nov -0001, pages 29-47 File-URL: https://iises.net/proceedings/iises-international-academic-conference-berlin/table-of-content/detail?cid=157&iid=005&rid=17064 File-Function: First version, 0000 Number: 15717064 Classification-JEL: D49 Keywords: Brand Experience, Digital Marketing Communication, Customer Engagement, Shopee Handle: RePEc:sek:iacpro:15717064 Template-Type: ReDIF-Paper 1.0 Author-Name: Dr. PICHYADA PHEUNPHA Author-Name-First: Dr. PICHYADA Author-Name-Last: PHEUNPHA Author-Email: PICHYADA.PP@GMAIL.COM Author-Workplace-Name: Faculty of Management Science, Ubon Ratchathani University Author-Name: Thitanan Thammachotamphai Author-Name-First: Thitanan Author-Name-Last: Thammachotamphai Author-Email: thitanan.tham@outlook.com Author-Workplace-Name: Faculty of Business Administration, Ramkhamhaeng University, Thailand Title: Social Influences and Business Strategies Affecting Customer Loyalty Toward 7-Eleven in Ubon Ratchathani Province, Thailand Abstract: This study explores the interrelationships among social influences, business strategies, and customer loyalty towards 7-Eleven in Ubon Ratchathani Province, Thailand. Aimed at understanding how these factors drive customer loyalty in a competitive retail market, the research employs a quantitative design and collects data from 417 customers using a highly reliable questionnaire (Cronbach?s alpha = 0.95). Data analysis utilizes descriptive statistics, Pearson?s correlation, and multiple linear regression. The results indicate high levels of social influence and effective business strategies among customers, resulting in moderate customer loyalty. Notably, a strong correlation exists among social influences, business strategies, and customer loyalty (r = 0.807, p < .01). The regression model explains 65.1% of the variance in customer loyalty, as indicated by an Adjusted Rē of 0.651. The analysis highlights specific elements that significantly impact customer loyalty. Family influence is identified as a key social factor that positively affects customer loyalty (? = 0.55) at the 0.01 significance level. This finding suggests that greater family influence is associated with a notable increase in customer loyalty, underscoring the importance of familial recommendations in shopping behavior. In terms of business strategies, a differentiation-focused strategy positively influences customer loyalty (? = 0.32), indicating that effective differentiation?through unique product offerings or outstanding service?reinforces customer loyalty. Additionally, a cost focus strategy also impacts customer loyalty positively, with a coefficient of (? = 0.16), though to a lesser degree than differentiation. These findings underscore the critical role of social and strategic factors in fostering customer loyalty at 7-Eleven. Retail managers can enhance customer retention by integrating social influence insights and refining business strategies. The results suggest that leveraging family dynamics and focusing on differentiation are essential for building and maintaining customer loyalty in retail contexts. Future research may examine these dynamics in different retail environments to expand understanding of customer loyalty across diverse settings and cultures. Length: 19 pages Creation-Date: 0000-00 Publication-Status: Published in Proceedings of the Proceedings of the 69th International Academic Conference, Berlin, Nov -0001, pages 48-66 File-URL: https://iises.net/proceedings/iises-international-academic-conference-berlin/table-of-content/detail?cid=157&iid=006&rid=17074 File-Function: First version, 0000 Number: 15717074 Classification-JEL: E32 Keywords: Social Influences, Business Strategies, Customer Loyalty, 7-Eleven Handle: RePEc:sek:iacpro:15717074